French Connection to drive footfall with selfie campaign

Fashion retailer French Connection is hosting special social media-led customer engagement events at stores across the UK over the next few weeks, to drive footfall and stimulate interest in its spring/summer collection.

Photo booths will be placed in a number of stores across the country and customers will be encouraged to take pictures of themselves – selfies – wearing the latest French Connection ranges, which will end up displayed in participating stores' windows, as well as the companies' official social media platforms.

Working alongside digital creative agency Somewhat, the retailer will place the 'selfie booths' in five of its stores in preparation for special consumer days over the course of the next month. Shoppers must pre-register for events taking place every Thursday until 22 May, but consumers can also visit stores on Saturdays to use the photo booths and continue taking advantage of the retailer's campaign.

The first stage of what has been dubbed the #canthelpmyselfie campaign will take place at French Connection's London Regent Street store on 24 April, but this will be followed by pre-register events at London's Oxford Street (1 May), Bluewater (8 May), Manchester (15 May) and Newcastle (22 May).

According to retailer, customers will have the opportunity to go head-to-head with each other in an online battle to curate the best and most fashionable selfie, with images set to be displayed across French Connection's various online platforms.

On partnering with French Connection, creative partner at Somewhat Jon Carney said: "Mobile and social channels are an essential part of how millennial consumers interact with brands, and especially how they can experience fashion brands.

"As consumers' physical and digital worlds are increasingly converging and colliding, brands need to respond with campaigns that bridge both worlds seamlessly."

The French Connection and Somewhat campaign comes after 'selfie' was named the Oxford Dictionaries Word of the Year in 2013. Since then, brands, organisations and sporting teams have followed the consumer trend to post selfies onto social media networks during or after major events or awards ceremonies.

French Connection will be looking to use the trend to maintain recent momentum following last week's interim trading statement that showed UK/European like-for-like sales were up 11% year on year for the 11 weeks to 12 April 2014.

Customers can pre-book for the in-store Thursday #canthelpmyselfie events via the official French Connection website.